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"Brochure More information from http://www.researchandmarkets.com/reports/706035/ Mobile Music: Videos, Streamed, Full Tracks, Ringbacks, Ringtones & Downturn Analysis 2009-2013 (Fifth Edition) Description: This 5th Edition mobile music report provides updated forecasts for each of segments of the mobile music market; mobile music video, ringtones, ringback tones, mobile music full-track downloads and streamed music services, broken down by 8 key regions. Vitally this report also includes an assessment of the likely impact of the global economic downturn on the mobile music market. For each subsector within mobile music, the report provides datapoints for; mobile music user numbers, average and total number of mobile music services downloaded, average and total price paid for mobile music services, ARPU numbers for mobile music services, and scenario-based forecasts for mobile music advertising revenues. As well as including profiles of the key players within the mobile music services market including major record labels, operators, aggregators, handset vendors and applications providers, this indepth mobile music presentation includes a vital analysis of the collapse of the ringtone market and a detailed discussion of the various music delivery business models. Key questions the report answers: -What strategies should operators, vendors and aggregators employ to maximise their respective returns in the mobile music sector? -What are the prospects for the rental music market? -Are there further opportunities for growth in the ringtone market? -To what extent are current music content retail prices sustainable? -What impact has 3G had on the mobile music market? -What are the major hurdles to greater adoption of mobile music? -How has the mobile music value chain developed? -Who are the major players in the mobile music market? Contents: Glossary of Terms Executive Summary Introduction Types of Mobile Music The Market for Mobile Music Services Figure ES1: Total End-user Generated Revenues ($m) from Mobile Music (Ringtones, Ringback Tones, Paid-for Full Tracks, Subscription-based Full Track/Streamed Music Services and Music Videos) by 8 Key Regions 2007-2013 Table ES1: Total End-user Generated Revenues ($m) from Mobile Music (Ringtones, Ringback Tones, Paid-for Full Tracks, Subscription-based Full Track/Streamed Music Services and Music Videos) by 8 Key Regions 2007-2013 Figure ES2: Total End-user Generated Revenues ($m) from Mobile Music (Ringtones, Ringback Tones, Paid-for Full Tracks, Subscription-based Full Track/Streamed Music Services and Music Videos) by Product 2007-2013. Table ES2: Total End-user Generated Revenues ($m) from Mobile Music (Ringtones, Ringback Tones, Paid-for Full Tracks, Subscription-based Full Track/Streamed Music Services and Music Videos) by Product 2007-2013. Key Hurdles to the Adoption of Mobile Music Services Table ES3: Hurdles to the Adoption of Mobile Music Services Recommendations Recommendations Recommendations Recommendations Recommendations for for for for Operators Vendors Aggregators Publishers 1. Mobile Music Market Development 1.1 The Opportunity for Mobile Music 1.1.1 DRM Issues are Being Resolved 1.1.2 Digital is the Preferred Mode of Purchase 1.1.3 Ubiquity 1.1.4 Proven Demand for Personal Mobile Music Enjoyment 1.1.5 Low Level of Penetration of Full Track Music Services 1.1.6 Convergent Services are Increasingly Desirable 1.1.7 Data Charges Are Being Reduced 1.1.8 Technological Advances - Networks 1.1.9 Technological Advances – Handsets 1.1.10 The iPhone Has Arrived 1.1.11 Vendors are Embedding Music Content within the Handset 1.1.12 Growth of Social Networking is Encouraging Service Adoption 1.2 Mobile Music Definition 1.3 Ringtones 1.3.1 Realtones i. KDDI’s Chaku-uta ii. Pan European Operator Services 1.3.2 Video Ringtones 1.3.3 Karaoke Ringtones 1.4 Ringback Tones 1.5 Full Track Downloads 1.5.1 Historical Background i. Factors Influencing The Introduction of Full Track Downloads ii. Operators Partnering with Major Entertainment Brands 1.5.2 Delivery of Full Track Mobile Music i. Streaming ii. Downloading a. MMF Guidelines on Downloading Music Content - Authentication - Subscription - Payment - Transfer of Rights - Music Selection and Transfer - Verification and Activation of the Music iii. Sideloading Music iv. Embedded Music 1.6 Music Video Download Service 1.7 Value Chain/Value Web of Mobile Music Services Figure 1.1 Traditional Mobile Music Value Chain Figure 1.2: Mobile Music Value Chain 1.8 Business Models 1.8.1 Pay-Per-Download Table 1.1: Polyphonic Ringtone, Realtone and Full track Download Prices ($), Selected Operators and Markets 1.8.2 Subscription/Rental Models 1.8.3 Mobile Advertising i. Advertising in Mobile Content ii. Advertising in Mobile Music a. Deployments of Ad-Funded Mobile Music Services b. Prospects for Ad-funded Mobile Music Services iii. Advertising – A Mobile SWOT Analysis a. Strengths b. Weaknesses c. Opportunities d. Threats 1.9 Billing for Mobile Music Services 1.9.1 Billing Models i. SMS-based Billing a. Standard SMS Payment Model b. Premium SMS Payment Model ii. SMS MT Reverse Billing iii. Premium Rate SMS (PRSMS) iv. Premium Rate MMS (PRMMS) v. WAP Billing a. Payforit vi. Prepaid and Postpaid Billing 2. Forecasts 2.1 Forecast Definitions and Methodology 2.1.1 Forecast Definitions 2.1.2 Forecast Methodology Figure: 2.1 Forecast Methodology. 2.2 Ringtone Market Forecasts 2.2.1 Ringtone Market Characteristics 2.2.2 Ringtone Users Table 2.1: Mobile Users (%) Who Download Ringtones by 8 Key Regions 2006-2013 Figure 2.2: Mobile Users (m) Who Download Ringtones by 8 Key Regions 2007-2013 Table 2.2: Mobile Users (m) Who Download Ringtones by 8 Key Regions 2007-2013 2.2.3 Ringtone Traffic Figure 2.3 Average Number of Ringtones Downloaded per User per Year by 8 Key Regions 2007-2013 Table 2.3: Average Number of Ringtones Downloaded per User per Year by 8 Key Regions 2007-2013 Figure 2.4: Total Number of Ringtones Downloaded per Year (m) by 8 Key Regions 2007- 2103 Table 2.4: Total Number of Ringtones Downloaded per Year (m) by 8 Key Regions 20072013. 2.2.4 Mobile Ringtone Revenues Table 2.5: Average Price ($) Paid Per Ringtone by 8 Key Regions 2007-2013 Figure 2.5: Total Revenues ($m) from Mobile Ringtones by 8 Key Regions 2007-2013 Table 2.6: Total Revenues ($m) from Mobile Ringtones by 8 Key Regions 2007-2013 2.2.5 Mobile Ringtone Monthly ARPU Figure 2.6: ARPU ($) for Mobile Ringtones by 8 Key Regions 2007-2013 Table 2.7: ARPU ($) for Mobile Ringtones by 8 Key Regions 2007-2013 2.3 Ringback Tone Market 2.3.1 Ringback Tone Users Table 2.8: Mobile Users (%) Who Use Ringback Tones by 8 Key Regions 2006-2013 Figure 2.7: Mobile Users (m) Who Use Ringback Tones by 8 Key Regions 2007-2013 Table 2.9: Mobile Users (m) Who Use Ringback Tones by 8 Key Regions 2007-2013 2.3.2 Ringback Tone Usage Levels Figure 2.8: Average Number of Ringback Tone Monthly Subscriptions per User per Year by 8 Key Regions 2007-2013 Table 2.10: Average Number of Ringback Tone Monthly Subscriptions per User per Year by 8 Key Regions 2007-2013 Figure 2.9: Total Number of Ringback Tone Monthly Subscriptions per Year (m) by 8 Key Regions 2007-2013 Table 2.11: Total Number of Ringback Tone Monthly Subscriptions per Year (m) by Key Regions 2007-2013 2.3.3 Ringback Tone Revenues Table 2.12: Average Price ($) Paid Per Monthly Ringback Tone Subscription by 8 Key Regions 20072013 Figure 2.10: Total Revenues ($m) from Ringback Tone Subscriptions by 8 Key Regions 2007-2013 Table 2.13: Total Revenues ($m) from Ringback Tone Subscriptions by 8 Key Regions 2007-2013 2.3.4 Ringback Tone Monthly ARPU Figure 2.11: Monthly ARPU ($) for Ringback Tones by 8 Key Regions 2007-2013 Table 2.14: Monthly ARPU ($) for Ringback Tones by 8 Key Regions 2007-2013 2.4 OTA Full Track Music Downloads Market 2.4.1 OTA Full Track Music Download Users Table 2.15: Mobile Users (%) Who Download OTA Full Track Music by 8 Key Regions 2006-2013 Figure 2.12: Mobile Users (m) Who Download OTA Full Track Music by 8 Key Regions 2007-2013 Table 2.16: Mobile Users (m) Who Download OTA Full Track Music by 8 Key Regions 2007-2013 2.4.2 OTA Full Track Download Traffic Figure 2.13: Average Number of OTA Full Track Music Downloads per User per Year by 8 Key Regions 2007-2013 Table 2.17: Average Number of OTA Full Track Music Downloads per User per Year by 8 Key Regions 2007-2013. Figure 2.14: Total Number (m) of OTA Full Track Music Downloads per Year by 8 Key Regions 2007 -2013 Table 2.18: Total Number (m) of OTA Full Track Music Downloads per Year by 8 Key Regions 20072013 2.4.3 OTA Full Track Music Download Revenues Table 2.19: Average Price Paid ($) Per OTA Full Track Music Downloads by 8 Key Regions 2007-2013 Figure 2.15: Total Revenues ($m) from OTA Full Track Music Downloads by 8 Key Regions 20072013 Table 2.20: Total Revenues ($m) from OTA Full Track Music Downloads by 8 Key Regions 2007-2013 2.4.4 OTA Full Track Music Download Monthly ARPU Figure 2.16: ARPU ($) for OTA Full Track Music Downloads by 8 Key Regions, 2007-2013 Table 2.21: ARPU ($) for OTA Full Track Music Downloads by 8 Key Regions 2007-2013 2.5 Subscription-based Rental and Streamed Services 2.5.1 Subscription-based Music Service Users Table 2.22: Mobile Users (%) Who Subscribe to Subscription/Streamed Music Services by 8 Key Regions 2006-2013 Figure 2.17: Mobile Users (m) Who Subscribe to Subscription/Streamed Music Services by 8 Key Regions 2006-2013 Table 2.23: Mobile Users (m) Who Subscribe to Subscription/Streamed Services by 8 Key Regions 2007-2013 Figure 2.18: Total Users (m) of Subscription Services split by Subscriptions/Streamed Services and Paid-for-Downloads by 8 Key Regions 2007-2013 Table 2.24: Total Users (m) of Subscription Services split by Subscriptions/Streamed Services and Paid-for-Downloads by 8 Key Regions 2007-2013. 2.5.2 Number of Monthly Full Track/Streamed Music Subscriptions Figure 2.19: Average Number of Monthly Music Subscriptions per User per Year by 8 Key Regions 2007-2013. Table 2.25: Average Number of Monthly Music Subscriptions per User per Year by 8 Key Regions 2007-2013. Figure 2.20: Total Number (m) of Monthly Music Subscription Services per Year by 8 Key Regions 2007-2013. Table 2.26: Total Number (m) of Monthly Music Subscriptions/Services per Year by Key Regions 2007-2013. 2.5.3 Mobile Music Subscription Service Revenues Table 2.27: Average Price Paid ($) Per Monthly Music Subscription by 8 Key Regions, 2007-2013. Figure 2.21: Total Revenues ($m) from Subscriptions to Mobile Music Services by 8 Key Regions 2007-2013. Table 2.28: Total Revenues ($m) from Subscriptions to Mobile Music Services by 8 Key Regions 2007-2013. 2.5.4 Mobile Music Subscription Service Monthly ARPU Figure 2.22: ARPU ($) for Subscriptions to Mobile Music Services by 8 Key Regions 2007- 2013. Table 2.29: ARPU ($) for Subscriptions to Mobile Music Services by 8 Key Regions 2007- 2013. 2.6 Music Video Market 2.6.1 Music Video Users Table 2.30: Mobile Users (%) Who Subscribe to Music Videos by 8 Key Regions 2006- 2013 Figure 2.23: Mobile Users (m) Who Subscribe to Music Videos by 8 Key Regions 2007- 2013. Table 2.31: Mobile Users (m) Who Download Music Videos by 8 Key Regions 20072013. 2.6.2 Number of Music Video Downloads Figure 2.24: Average Number of Music Video Downloads per User per Year by 8 Key Regions 20072013. Table 2.32: Average Number of Music Video Downloads per User per Year by 8 Key Regions 2007-2013. Figure 2.25: Total Number (m) of Mobile Music Video Downloads per Year by 8 Key Regions 2007-2013. Table 2.33: Total Number (m) of Mobile Music Video Downloads per Year by 8 Key Regions 2007-2013. 2.6.3 Mobile Music Video Revenues Table 2.34: Average Price Paid ($) Per Music Video Download by 8 Key Regions, 2007- 2013. Figure 2.26: Total Revenues ($m) from Mobile Music Video Downloads by 8 Key Regions 20072013. Table 2.35: Total Revenues ($m) from Mobile Music Video Downloads by 8 Key Regions 2007-2013. 2.6.4 Mobile Music Video Monthly ARPU Figure 2.27: ARPU ($) for Mobile Music Video Downloads by 8 Key Regions 2007-2013. Table 2.36: ARPU ($) for Subscriptions to Mobile Music Video Downloads by 8 Key Regions 2007-2013. 2.7 Total Market for Mobile Music 2.7.1 End-User Generated Revenues Figure 2.28: Total End-user Generated Revenues ($m) from Mobile Music (Ringtones & Realtones, Ringback Tones, Paid-for Full Tracks, Subscription-based Full Track/Streamed Music Services and Music Videos) by Product 2007-2013. Table 2.37: Total End-user Generated Revenues ($m) from Mobile Music (Ringtones & Realtones, Ringback Tones, Paid-for Full Tracks, Subscription-based Full Track/Streamed Music Services and Music Videos) by Product 2007-2013. 2.7.2 Advertising Revenues: Best and Worst Case Scenarios Figure 2.29: Total Revenues ($m) from Advertising in Mobile Music. Best Case Scenario by 8 Key Regions 2007-2013. Table 2.38: Total Revenues ($m) from Advertising in Mobile Music. Best Case Scenario by 8 Key Regions, 2007-2013. Figure 2.30: Mobile Music Adspend ($m) Market Forecast Scenario Comparison (Best Case, Median Downturn; Worst Case) 2008-2013 Table 2.39: Mobile Music Adspend ($m) Market Forecast Scenario Comparison (Best Case, Median Downturn; Worst Case) 2008-2013 Figure 2.31: Mobile Music Adspend Market Growth Rate Comparison (%) (Best Case; Median Downturn; Worst Case) 2009-2013 Table 2.40: Mobile Music Adspend Market Forecast Growth Rate Comparison (%) (Best Case; Median Downturn; Worst Case) 2009-2013 3. Recommendations 3.1 Recommendations 3.2 Recommendations 3.3 Recommendations 3.4 Recommendations for for for for Operators Vendors Aggregators Publishers 4. Hurdles 4.1 Macro Economic Issues 4.2 The User Interface 4.2.1 Difficulty in Discovering Services and Content i. Awareness is Key ii. Increased Awareness During 2008 4.2.2 Difficulty in Accessing Services and Content 1. Historical Time to Content ii. Improvements in Time to Content in 2008 4.2.3 Difficulty in Navigating Services and Content 4.2.4 Difficulty in Utilising Multiple Applications Simultaneously 4.3 Handset Form, Capabilities 4.3.1 Form Factor 4.3.2 Capacity 4.3.3 Battery Life 4.4 Network Speed and Coverage 4.4.1 Opportunities Provided by Upgrade to 3.5G and Beyond 4.5 Service Pricing 4.5.1 Download Prices Table 4.1: Cost of Ringtones, Full Tracks and Ringtone/Full Track Premiums of Selected Operators i. How Price Points Have Been Sustained 4.5.2 Subscription Services 4.6 Cost of Data Services Table 4.2: UK Operator Data Prices ($), 2008 4.7 User Confidence 4.7.1 Ringtones 4.7.2 Full track Download 4.8 Rights Management 4.9 Industry Structure 4.10 Localisation 5. Regulation and Controls 5.1 Regulations for Mobile Music 5.1.1 Anti-piracy Regulations i. International Federation of the Phonographic Industry (IFPI) ii. Australasian Performing Rights Association (APRA) iii. Recording Industry Association of America (RIAA) a. Music Compensation Agreement with NSAI & SGA iv. Case Study: TRIPS Consultation 5.1.2 Copyrights Acts i. Copyright, Designs and Patents Act 1988 ii. US Digital Millennium Copyright Act (DMCA) iii. European Commission - Collective Cross-border Management of Copyright and Related Rights for Legitimate Online Music Services (2005/737/EC) 5.1.3 Digital Rights Management i. Open Mobile Alliance (OMA) a. OMA-DRM ii. Case Study: The French Anti-piracy Law 2006 5.2 Other Regulations – Mobile Content 5.2.1 Self Regulation – The Operators’ Approach i. Independent Mobile Classification Body (IMCB) ii. Internet Content Rating Association (ICRA) 5.2.2 PhonepayPlus i. Significant Fines Levied by PhonepayPlus to December 2008 ii. Review of Mobile Premium Services 5.2.3 OFCOM 5.2.4 CTIA 5.2.5 Pan-European Legislation i. Processing Personal Data and the Protection of Privacy Directive 95/46/EC ii. The E-Commerce Sector Data Protection Directive (2002/58/EC) iii. The Distance Selling Directive (97/7/EC) iv. The E-money Directive 6. Players in Mobile Music Services 6.1 Content Providers: the Major Labels 6.1.1 EMI Music 6.1.2 Sony BMG 6.1.3 Universal Music Group i. D2C Offerings 6.1.4 Warner Music Group 6.2 Selected Operators 6.2.1 ‘3’ UK 6.2.2 Bharti Airtel 6.2.3 China Mobile i. Company Background ii. Products and Services 6.2.4 KDDI 6.2.5 O2 (Telefonica Europe) 6.2.6 SK Telecom 6.2.7 Sprint Nextel 6.2.8 Telenor 6.2.9 T-Mobile 6.2.10 Verizon Wireless 6.2.11 Vodafone 6.3 Aggregators 6.3.1 Buongiorno/Blinko! i. Company Background ii. Products and Services 6.3.2 Hurray Holding 6.3.3 Jamba/Jamster 6.3.4 Myxer 6.4 Vendors 6.4.1 Apple i. Company Background a. Recent Financial Performance Table 6.1: Apple Revenue and Net Income Growth 2003-2008 ($m, FYE September 30) ii. Products and Services a. iPhone Figure 6.1: Apple iPhone b. iPhone 3G iii. Partners and Clients iv. Corporate Strategy 6.4.2 Motorola i. Handsets: SLVRs, ROKRs and RAZRs ii. iRadio iii. MotoMusic 6.4.3 Nokia i. Company Background ii. Corporate Structure iii. Products and Services a. Nokia Nseries Figure 6.2: Nokia N79 and N85 ii. Nokia XpressMusic Figure 6.3: Nokia 5800 Xpress Music iii. Visual Radio iv. Nokia Music Store v. Comes With Music 6.4.4 Sony Ericsson i. Sony Ericsson Walkman Range Figure 6.4: Sony Ericsson W902 Walkman ii. PlayNow plus 6.5 Applications Providers 6.5.1 LiveWire Mobile (Groove Mobile) 6.5.2 Musiwave 6.5.3 Napster i. Company Background ii. Products and Services 6.5.4 Omnifone i. Company Background ii. Products and Services 6.5.5 Oxy Systems (phling!) i. Company Background ii. Products and Services 6.5.6 RealNetworks i. Company Background ii. Products and Services a. RBTs and Related Services b. Streamed Services 6.5.7 Shazam i. Company Background 6.6 Billing Providers 6.6.1 Bango i. Company Background ii. Products and Services Figure 6.5: Co-existence of On and Off-Portal Models a. 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